If you blog for your business, make sure it’s serving your dream clients in a way that keeps them coming back for more.
Almost everyone has a blog these days. In some industries, it’s considered an absolute must. But if you’re going to invest time and resources into blogging, make sure it’s attracting the type of clients you want to work with. You don’t want to spend hours every week typing free education that no one’s consuming. By turning your blog into a must-read, your clients will view you as an authority figure, associate your brand with your industry, and trust you to help them achieve their goals.
The most important part of your blog is the content. What are your customers looking to learn? You can easily learn this information by surveying your current clients or providing follow-up calls. Also, look at what Google searches are currently sending people to your website. This will help you get a grasp on the type of content you should be covering. For instance, if you’re a wedding photographer, you may feel like you should blog about lighting and aperture. But if you’re trying to attract local brides, it probably makes a lot more sense to blog about wedding planning tips and tricks. Think quality over quantity—if you can only write one quality blogpost every 2 weeks, that’s better than mediocre posts daily.
It’s also essential to make sure your blog is easy to read. When someone views a huge wall of text, it’s hard to actually get through it—it feels more like a textbook than a blogpost. Incorporate different font sizes, italics, or bullet points to break your content up and make it digestible. Most people will skim through your post instead of reading it in-depth, so the more skimmable, the better. “Listicles” work great for this, as does incorporation of YouTube videos or other pieces of multimedia. It can feel tempting to provide more and more information, but if your posts are too long for people to enjoy, they won’t return.
Lastly, make sure you’re avoiding industry terminology that your clients won’t understand. Your blogposts should be at the comprehension level of your average client, not your industry peers. Dropping in a bunch of fancy language or hard-to-understand statistics won’t make your content very readable.
Overall, blogs can do wonders for your business. But they can also be a major time suck if it isn’t providing your business with new paying customers. By following these simple reminders, your blog will quickly turn into a must-read for your current and future clients.